Metalogix has made a name for itself in the Microsoft ecosystem over the last decade by building tools facilitating SharePoint migrations.
The company, based in Washington D.C., is growing that business and has been working with some 300 partners -- without ever engaging them through a formal channel program.
But that changed Monday, as Metalogix unveiled its first structured, tiered program to enhance its partner alliances, said Mike Lees, the Washington D.C.-based company's chief marketing officer, in an interview ahead of Microsoft's Worldwide Partner Conference in Toronto.
"Our go-to-market has been very much focused on an inside sales model," Lees said. But "a lot of the more complex migrations rely heavily on third-party providers to execute the migrations, and we historically have done that."
Metalogix delivers a suite of tools that wrap around SharePoint and Office 365, filling holes in the out-of-the-box capabilities of those products, and giving administrators and IT managers an environment they can control, manage and deliver.
"In the last 18 months, we doubled-down on our partner strategy," Lees said. "Now we're further doubling-down on our partner ecosystem, starting with the migration business."
The new program, called the Metalogix Advantage Partner Program (MAPP), offers for the first time certifications and enablement, moving the vendor from opportunistic partner alliances to a structured system with multiple tiers.
With the veil pulled off the program, Metalogix will be in recruitment mode at the Microsoft partner conference starting this week in Toronto, he said.
MAPP offers a set of documentations, scripts, and other resources partners can use to build their own migration solutions leveraging Metalogix' APIs, accelerating their time to market. That increases margins and enables the channel to provide highly customized offerings.
"It's essentially a starter kit," Lees said.